Australia's The Woolmark Company urges clarity in fashion labelling

Source:China Sport ShowRelease time:10-Nov-2023Clicks:

Article From：fibre2fashion

Australia’s The Woolmark Company has launched the Filter by Fabric initiative to end the confusion caused by ambiguous terms, urging all fashion brands, retailers, publishers, and content creators to commit to clear, honest product names that accurately communicate fabric composition. The campaign also encourages consumers to ‘Filter by Fabric’ when shopping, focusing on the fabric’s impact and empowering them to make more informed and sustainably conscious decisions.

A recent independent YouGov study revealed that 77 per cent of people believe clothing brands and retailers should clearly disclose fabric composition. However, this vital information is often hidden, misrepresented, or undisclosed. The same study found that 60 per cent of respondents would find sustainable choices easier if stores included fabric in the product name or allowed customers to filter by fabric.

By focusing on fabric consideration as a vital aspect of consumer purchases, Filter by Fabric accelerates the fashion industry’s movement toward transparency and sustainability, The Woolmark Company said in a press release.

“We need to clearly communicate the composition of fossil fuel-derived fabrics to prevent consumer deception. This simple, lasting action could initiate a significant transformation in the industry, encouraging transparency, responsibility, and mindful consumerism. Educating consumers is crucial for them to understand the importance of the information on apparel labels, similar to how they interpret food nutrition labels or appliance energy ratings,” said John Roberts, managing director of The Woolmark Company.

Fashion brands, publishers, content creators, and retailers can pledge their commitment at filterbyfabric.com, and consumers can sign the same pledge to demand accurate product labelling.

By signing this pledge, people can send a powerful message to the fashion industry to adopt truthful product descriptions and a Filter by Fabric option. This action equips shoppers with essential information, promoting transparency and accountability in the fashion industry.

The fashion industry is also invited to collaborate in this united effort for more informed consumer choices. Pledging one’s commitment to better fabric composition communication in product names showcases one’s dedication to responsible business practices. This move not only gains consumer trust but could also significantly reduce the environmental impact of the fashion industry.

The following organisations have already pledged their support for The Woolmark Company’s campaign—Benetton, Cubus, Reformation, Saul Nash, Lagos Space Program, Teatum Jones, Dagsmejan, Maggie Marilyn, Haydenshapes, Albus Lumen, Plastic Soup Foundation, and Variant 3D.